How do you feel about marketing?

If your first response is something like “I hate it,” you’re not alone.

I’ve taught marketing at Christian universities for years, and I’ve heard the same concerns over and over again. Marketing feels pushy. Self-promotional. Manipulative. It takes time away from the work God actually called us to do.

Sounds monstrous, right? See if you can relate to this video (think Leviathan or Behemoth).

To be honest, Christians have good reasons to be cautious.

After all, Jesus overturned the tables of the money changers in the Temple. He wasn’t condemning honest exchange; He was condemning people who exploited worshippers for personal gain. That’s a warning every Christian marketer should take seriously.

But here’s the question I’ve come to ask:

What if we’ve confused manipulation with marketing?

The American Marketing Association defines marketing as creating, communicating, delivering, and exchanging offerings that have value.

That sounds remarkably close to stewardship.

When you write a book that encourages someone, teach a class that equips a ministry leader, compose music that points people to Christ, or share wisdom God has entrusted to you, you’re offering something of value.

Isaiah reminds us:

“How beautiful upon the mountains are the feet of him who brings good news… who publishes salvation…” (Isaiah 52:7, ESV)

And Paul encourages believers:

”…see that you also excel in this grace of giving.” (2 Corinthians 8:7, NIV)

Maybe marketing, at its best, isn’t about convincing people to buy something they don’t need.

Maybe it’s about making it easier for the people God intends to serve to discover what He’s already placed in your hands.

That’s the conversation I want to have.

I’d like to invite you.

I’m offering a free online presentation called I Hate Marketing for Christian authors and creators.

We’ll talk honestly about why so many of us resist marketing—and how a biblical understanding of service, stewardship, and generosity can change the way we think about it. We’ll also introduce the idea of the Enhanced Offering: the principle that your book is only one part of the value you can provide to others.

If you’d like to attend, send me a DM here on Substack.

No sales pitch. No pressure.

Just a conversation that might help you stop hating marketing—and start seeing it as another way to faithfully steward what God has given you. Because…

Your book is only the beginning.

You got a glimpse of the marketing monster above. Here are his inspirations presenting EVERYONE’S inspiration: coffee!

NEED. COFFEE. CLICK. HURRY!

For years, I’ve had the privilege of teaching marketing in Christian universities, serving nonprofit organizations, speaking at conferences, and encouraging Christian authors.

One truth keeps coming back:

Your book is only the beginning.

God often has a much bigger plan for the gifts He’s placed in our hands.

That’s why, on August 3, I’ll be launching Professor K Labs.

Professor K Labs is where Christian creators learn to steward their stories, ideas, and opportunities through biblical marketing. We’ll explore practical strategies, develop enhanced offerings, and build communities that serve people long after they finish reading a book.

Most of all, I hope it becomes a place of encouragement.

A place to grow.

A place to experiment.

A place to discover the surprising ministry God may already have waiting for you.

I’m looking forward to building it together.

And remember, big visions need big mascots and coffee, LOTS of coffee.

NEED. COFFEE. CLICK. HURRY.

Beginning? No way.

I finished it.

My book is done.

I worked hard.

I’m tired.

I’m done.

My book is DONE!

What else is there?

…Oh, no.

I get it now.

You’re going to talk about…

Marketing.

I’m not a marketer.

I’m…

I’m…

…a storyteller.

Exactly.

So tell your story.

The whole story.

Your book is only the beginning.

I’ve been a storyteller for a long time. My late mother, Elinor, was a screenwriter who homeschooled me in the family craft. I’ve also been a marketer for a long time—the repurposing of those storytelling skills after I left the entertainment industry more than 30 years ago.

The problem many Christian authors have with marketing isn’t marketing itself. It’s what we think the word means.

Shouting, “Buy my book!” isn’t godly.

Fortunately, it isn’t marketing either.

The American Marketing Association defines marketing as creating, communicating, delivering, and exchanging offerings that have value. At its heart are relationships and service. As Christians, those ideas should sound familiar.

In this ongoing series, we’ll explore how our books become something larger than books. They become what I call the Enhanced Offering—the complete experience of value we create for readers before, during, and after they finish the last page.

I write Christian science fiction.

Like you, I have a writing ministry.

Like you, I’d like to sell more books.

Those goals aren’t in competition. In fact, I believe they strengthen one another.

I don’t have all the answers.

I’m exploring, experimenting, succeeding, failing, and sharing what I learn in real time.

So if you’re willing …

Let’s learn together.

Because your book isn’t the finish line.

Your book is only the beginning.